Customer 360 Guide for Retail Banking

Customer 360 Guide for Retail BankingSalesforce, Winter ’22
CONTENTS
Customer 360 Guide for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Industry Blueprint for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Reference Architecture for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Solution Architecture for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Business Scenarios for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Explore Solution Kits for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
CUSTOMER 360 GUIDE FOR RETAIL BANKING
Optimize your onboarding and service processes to become the bank your customers love.
The assets in this Customer 360 Guide help you build a vision and make a plan for digital transformation in the retail banking industry. Learn with Trailhead
Architectural diagrams and business scenarios show you how Salesforce products combine with industry best practices to expand your business capabilities. Solution Kits show you how to implement Salesforce-recommended cross-cloud solutions to common retail use cases.
Industry Blueprint for Retail Banking
Examine the Salesforce view of strategy, product innovation, and partner relationships to enable front-end and back-end business processes in retail banking.
Reference Architecture for Retail Banking
Map specific Salesforce products to the functional capabilities and operational activities of the retail banking industry.
Solution Architecture for Retail Banking
Identify the specific tools and resources that can help you deliver comprehensive automation solutions for your retail banking business.
Business Scenarios for Retail Banking
Business scenarios help you bridge the gap between your organization's business capabilities and the solutions needed to achieve your goals. For each scenario, discover a variety of Salesforce solutions that reduce your time to value and allow you to define a roadmap to build out your organization’s functionality.
Explore Solution Kits for Retail Banking
Enhance your cross-cloud business by implementing one or more solution kits. Get product recommendations, workflow details, and instructions to help you implement the solution from start to finish.
SEE ALSO:
Customer 360 Guide for Retail Learning Map
Customer 360 Guides: Quick Look
Examine the Salesforce view of strategy, product innovation, and partner relationships to enable front-end and back-end business processes in retail banking.
The retail banking blueprint is a type of reference architecture that describes the end-to-end customer lifecycle. Use the industry blueprint to understand how Salesforce Customer 360 platform capabilities help structure, organize, and support digital transformation.
• Map customer-facing business capabilities that are common to retail banking to the stages of the customer lifecycle across marketing, sales, customer onboarding, origination, and fulfillment, through to servicing and the post-sales experience.
• Determine which capabilities are most important to your organization and prioritize implementation accordingly.
• Organize projects that deliver business value with maximum benefit.
• Understand the high-level platform capabilities and the Salesforce partners needed to power your organization’s business needs.
Contact your Salesforce account team or a Salesforce partner for help with assessing the business and platform capabilities most suited for your organization.
The typical lifecycle of a retail banking customer relationship has eight phases, from pre-sales marketing to relationship renewal.
Marketing and sales process management capabilities help retail banks acquire new relationships and deepen existing ones.
• Market: Retail banks require marketing capabilities to drive acquisition, customer support, and marketing operations strategies.
• Lead: Banks identify, segment, and nurture leads.
• Prospect: After a lead shows interest or a referral agrees to be contacted, sales activities focus on understanding the customer’s needs and identifying products and services to recommend.
Onboarding, origination, and fulfillment capabilities include traditional compliance capabilities, building an understanding of the customer, and connecting customers with products and services.
• Customer: Banks develop a deeper understanding of customer preferences. Compliance checks performed at this time are critical.
• Deposits and Lending: Origination, underwriting, documentation, and booking and funding processes are completed.
• Services: Banks set up services associated with a newly booked account, enable customers for those services, and execute documents.
Customer support plus renew and grow capabilities address customer needs as they evolve.
• Customer Support: Service levels vary depending on customer needs. Support includes basic transaction inquiries to researching more complex service needs, which can include complaint resolution.
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Industry Blueprint for Retail BankingCustomer 360 Guide for Retail Banking
• Renew and Grow: Banks deepen connections with customers and grow relationships by advising on changing service needs.
Salesforce partners with independent software vendors (ISVs) and consultants to extend platform capabilities to suit business processes. Industry-specific integrations and complete solutions are also available from retail banking fintechs. To learn more about ready-to-install applications, solutions, or consultants, check out AppExchange.
Note: To understand how industry and business requirements link to the technologies that support them, review the Retail Banking Reference Architecture. Use the industry blueprint as a framework to create a reference architecture for planning customer experience enhancements.
Standard Salesforce platform capabilities include platform enablers and API and data sources for all stages of the retail banking customer lifecycle. These foundation capabilities support custom-built solutions.
Note: To understand which business capabilities, solutions, and Salesforce products can help your organization achieve the business needs identified on the blueprint, review retail banking business scenarios.
SEE ALSO:
Map specific Salesforce products to the functional capabilities and operational activities of the retail banking industry.
Salesforce provides configurable product solutions that support a banking institution’s ability to engage their customers effectively. The reference architecture helps communicate the vision and strategy of a solution to business executives and stakeholders. Learn with Trailhead.
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Reference Architecture for Retail BankingCustomer 360 Guide for Retail Banking
Conceptualize business success in each of three categories of capabilities: Foundational, Platform, and Functional.
Our reference architecture presents Platform and Functional capabilities. Each layer contains a representative subset of systems or capabilities that are most relevant for Retail Banking industry. It doesn’t list all possible systems or capabilities.
Platform Capabilities These components form the underlying technology base for achieving your goals. Each layer in the platform builds on top of the next. B2B and B2C systems typically rely on these elements.
Data Sources Data sources are systems that create, collect, and manage various types of data. These systems can act as systems of record. They’re often purpose-built to handle particular functionality and data requirements. Some address general system needs.
Integrations Integrations include tools and routes that connect systems of record with each other or with higher-level experiences. Integrations are varied tools, such as APIs that connect separate systems, single sign-on services to manage customer identity across different systems, and customer data platforms to segment customers.
Analytics and Intelligence Analytics helps you better understand your data and make smart business decisions. Smart automation like machine learning and AI helps you optimize your use of customer data. The intelligence layer serves functions like delivering actionable customer insights, personalized product recommendations, and improving real-time customer interactions to enhance your customer relationships and drive sales.
Platform Enablers Platform Enablers are a set of capabilities that enable your business to track customers as they interact with your bank based on their point in the customer journey. The capabilities represent the day zero to lifetime engagement with a customer and support internal employees as they onboard these customers.
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Functional Capabilities Business-specific elements at the functional capabilities level are connected more directly to the customer’s experience and measured in terms of maturity. Successful implementation of functional capabilities depends heavily on implementation of the platform capabilities.
The retail bank’s lifecycle typically crosses multiple engagement channels in the areas of Marketing, Sales, Onboarding, Servicing, and Growing. Digital engagements and self-serve channels are necessary for the companies to address new business needs related to the Covid-19 pandemic.
To identify strategic goals around which to focus your implementation, review these frequently required functional capabilities.
A Business Capability Maturity Assessment arranged by your Success Manager or Account Executive can help you determine which areas of your business can benefit from more focus.
Mapping Platform Capabilities to Salesforce
Specific Salesforce products handle each of the needs identified at the platform capability level.
Identify gaps in your underlying capabilities by customizing this model to include other Salesforce products or third-party systems in your current technology stack. To explore the reference architecture specific to your business, contact your success manager or account team.
Tip: Business Scenarios on page 12 help you better understand your business capabilities and find solutions that support your business goals.
Learn more about Salesforce products.
• Financial Services Cloud
Salesforce Architectural Diagrams: Quick Look
Identify the specific tools and resources that can help you deliver comprehensive automation solutions for your retail banking business.
Solution architecture diagrams show you how recommended products interoperate with backend systems and how data is passed between them. Learn with Trailhead.
Retail Banking Solution Architecture with Key Clouds
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Solution Architecture for Retail BankingCustomer 360 Guide for Retail Banking
The Salesforce Retail Banking architecture runs on two highly scalable and interoperable platforms: the core Salesforce Platform and Salesforce Marketing Cloud.
Products built on the Salesforce Platform (1) include Financial Service Cloud, Vlocity, Tableau CRM, and Experience Cloud. These products all operate on the same logical platform and share a flexible, common, and interoperable financial service data model.
• Financial Service Cloud is a superset of Sales Cloud and Service Cloud features customized for financial service firms. Financial Service Cloud integrates sales, service, and marketing capabilities to provide a consistent experience across financial services departments and channels.
• The Lightning Platform provides an open set of APIs to enable integration with other Salesforce and non-Salesforce systems. Pre-built connectors such as Heroku go even further to enable other expedited integration options.
• The Salesforce Platform can be used in several ways.
• As a customer master–
– As an editable or non-editable certified copy of customer master data
– To integrate with a third Master Data Management system
The Salesforce Marketing Cloud (2) is a powerful suite of communication and marketing automation tools designed for interoperability.
• Datorama offers deep marketing analytics.
• Interaction Studio provides real-time interaction management, personalization, and AI-drive recommendations.
• Social Studio enables social monitoring and social media interaction management.
• Pardot provides powerful email automation to help marketing and sales teams find and nurture the best leads, close more deals, and maximize ROI.
• Advertising Studio uses first-party data to shape and guide advertising.
• Audience Studio helps companies offer their customers a personalized advertising and media experience based on segmentation and audience Insights.
• Journey Builder stitches these tools together. It provides campaign management and delivers cross-channel, personalized experiences at every step of the customer lifecycle.
Tableau (3) is a business intelligence platform and has direct connections to the rest of the Salesforce ecosystem. Tableau provides analytics independent of data sources.
Mulesoft Anypoint Platform (4) is an integration platform designed for service-oriented architecture (SOA), Software as a Service (SaaS), and APIs. Mule ESB, CloudHub iPaaS, API Manager, and hundreds of SaaS and on-premises connectors and templates are the building blocks of this unique connectivity platform for integration.
• Use APIs to connect applications, data, and devices, both on-premises and in the cloud.
• Rearchitect a service-oriented architecture from legacy systems, proprietary platforms, and customer integration code.
• Migrate technology infrastructure to the public or private cloud, and prioritize adoption of SaaS applications and other cloud technologies.
• Deploy integrations in a hybrid environment, connecting to SaaS applications and on-premises systems.
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Retail Banking Solution Architecture with Connectors
Pre-built Salesforce connectors enable the connectivity that allows the cross-cloud actions required to support sophisticated use cases. These types of use cases include delivering a follow-up email based on customer inquiry about their financial goals.
Marketing Cloud Connect (1) connects Marketing platform products with Sales and Service Cloud products. The connector quickly and easily allows data to sync between these two clouds. It also allows Marketing Cloud products to trigger events such as emails and journeys based on Financial Services Cloud data.
• Automatically sync data from Financial Services Cloud to Marketing Cloud.
• Connect Journey Builder to other clouds.
• Use Financial Services Cloud data to construct highly personalized emails.
• Provide Marketing Cloud email tracking data to Financial Services Cloud.
Distributed Marketing (2) allows individual Financial Services Cloud users, such as financial service representatives, brokers, advisors, or loan officers, to view, personalize, and send on-brand, best practices content through Marketing Cloud.
• Use data stored in contact, lead, or person account records to address emails.
• Craft email to a segment of customers based on a specific filtered list.
• Send email about a campaign to a group of customers based on a touchpoint cadence managed by Marketing Cloud.
Heroku Connect (3) syncs data between the Heroku app platform and the core Salesforce Platform.
• Create a data lake.
• Build, deploy, and run apps inside smart containers within a fully managed runtime environment. Heroku handles critical production elements including configuration, orchestration, loan balancing, failovers, logging, and security.
• Create highly scalable customer facing mobile and web applications that sync usage and relevant data with Financial Services Cloud.
• Build data-driven apps with fully managed data services.
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Solution Architecture for Retail Banking Customer Onboarding
Understand key Salesforce architecture for building a customer profile and engaging AI to support customer acquisition.
Banking Solution Architecture for Compliance Scenario
Understand key Salesforce architecture that helps retail banks improve their compliance and audit posture.
Banking Solution Architecture for Digital Experiences Scenario
Understand key Salesforce architecture for supporting digital transformation in the retail banking industry.
Banking Solution Architecture for Service Engagements Scenario
Understand key Salesforce architecture used to manage and close cases, engage customers with timely communications, and make secure connections with remote systems.
SEE ALSO:
Solution Architecture for Retail Banking Customer Onboarding Understand key Salesforce architecture for building a customer profile and engaging AI to support customer acquisition.
The process of seeding and growing a customer’s profile flows through four stages as the customer’s connection to the bank expands.
• An anonymous, unknown prospect identified as a single web browser
• A unique prospect identified by a cookie
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• Fully connected customer with a comprehensively populated customer record
In the initial phase of the customer’s onboarding journey, Marketing Cloud (1) gathers information about the prospect’s expressed interests based on their digital interactions and areas they visit. At this point, the customer can be a known individual or an anonymous, browsing prospect.
Financial Services Cloud (2) incrementally captures more information about the prospect’s needs, interests, and product choices based on their continued interactions. Financial Services Cloud and Marketing Cloud begin building a customer profile based on interaction data, without directly asking the customer for any data.
At the qualified lead stage, Einstein Intelligence (3) continually reviews the customer’s inferred or declared product interests and optimizes the customer’s experience in real time. AI helps in making appropriate suggestions at the right time to move the customer along their purchasing journey.
Banking Solution Architecture for Compliance Scenario Understand key Salesforce architecture that helps retail banks improve their compliance and audit posture.
Harness the built-in compliance framework within Financial Services Cloud (1) to capture, track, report, and manage compliance activities.
Shield (2) provides enhanced audit trails for sensitive data, more logging and monitoring features with longer retention periods, and bring-your-own-key encryption for data at rest.
Mulesoft (3) integrates with and respects the extra controls that Shield and Salesforce Identity provide to further protect the customer and their data.
Experience Cloud (4) connects your digital experiences with your customer data. Integrate data from any source by pulling in data from Salesforce, third-party products, or legacy sources and linking it to Experience Cloud objects. Create tailored experiences by using integrated data to define audiences and target users with personalized content. Keep compliance on track by measuring, analyzing, and optimizing digital experiences with customizable Lightning Experience dashboards in the Experience Workspaces.
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Banking Solution Architecture for Compliance ScenarioCustomer 360 Guide for Retail Banking
Identity (5) provides identity and access management (IAM) services. Create cloud-based user directories so user accounts and information are stored and maintained in one place, while making it available to other services or apps. Identify handles authentication services including multi-factor authentication, access management, and authorization for third-party app, app user provisioning, and event logging. Build customizations using API. Identity Connect integrates Microsoft Active Directory (AD) to allow users to access Salesforce without logging in again.
Salesforce Marketing Cloud (6) and Experience Cloud provide the ability to monitor cross-channel touchpoints and capture customer, partner, and employee interactions. Marketing Cloud also provides deeper experience analysis by reporting on a customer’s view and click behavior.
Tableau CRM (7) and Tableau (8) integrate with compliance-related records to assemble, present, and report on required activities.
A wide variety of other partner solutions are available on AppExchange (9) to reduce the amount of internal effort and time required to enhance the level of compliance.
Banking Solution Architecture for Digital Experiences Scenario Understand key Salesforce architecture for supporting digital transformation in the retail banking industry.
Financial Service Cloud (1) provides the foundational platform for digital transformation across the entire customer lifecycle. Data models within Financial Service Cloud enable rapid transformation from traditional to digital channels. Harness and ingest data from any existing digital channel (2), including web, mobile, social, app, text, and chat channels, to reach customers where they are.
Salesforce Knowledge and Experience Cloud (3) enable self-service across various topics so that customers can resolve issues without contacting the bank.
Mulesoft Anypoint Platform (4) allows integrations that optimize the customer’s and the banker’s time by creating reusable, automated flows that seamlessly complete transactions and communicate in real time.
Configure Lightning Platform (5) to send proactive notifications for self-defined or bank-defined events, saving customers time and money.
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Banking Solution Architecture for Service Engagements Scenario Understand key Salesforce architecture used to manage and close cases, engage customers with timely communications, and make secure connections with remote systems.
Financial Services Cloud, Marketing Cloud, and Mulesoft work together as a platform from which to transform customer service in the retail banking industry.
Financial Services Cloud (1) provides an engagement layer platform on which to build consolidated, intelligent, and time-saving customer service interfaces. Service agents and managers can resolve many types of issues immediately, leading to higher customer satisfaction and retention. For cases requiring multiple touch points and extended resolution times, having complete information presented in a single view allows for an improved customer experience and faster resolution.
Marketing Cloud (2) includes communication automation capabilities to create and build experience journeys and engagement with a customer before, during and after service interactions. The Marketing Cloud platform creates a smooth customer experience by triggering confirmation messages, follow-up emails, texts, status updates, and in-app notifications.
Mulesoft Anypoint Platform (3) enables rapid creation of APIs to connect servicing systems used across a financial services firm. Mulesoft uses a hierarchical API approach and provides a powerful and dynamic environment to run, maintain, and secure these new APIs from cybersecurity attacks.
Business scenarios help you bridge the gap between your organization's business capabilities and the solutions needed to achieve your goals. For each scenario, discover a variety of Salesforce solutions that reduce your time to value and allow you to define a roadmap to build out your organization’s functionality.
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Customer 360 Guide for Retail Banking
Successful execution of core functions requires an organization to have certain expertise, or business capabilities. Understanding what business capabilities are needed to achieve this scenario helps cross-functional teams in your organization align and better strategize around technology solutions.
Get the Most Out of Best Practices Following best practices, and selecting the right solutions and products for your organization are key to a successful implementation of business scenarios. Follow these steps to make use of business scenarios.
1. Review business capabilities required to achieve this business scenario.
2. Assess the maturity levels of your organization’s business capabilities.
3. Review the best practices with minimum maturity level to understand how your business can improve in each area of capability.
4. Review products and solutions to get quick time to value and build a roadmap as you increase your maturity.
To arrange a Business Capability Maturity Assessment, contact your Success Manager or Account Executive.
Explore Retail Banking Business Scenarios
Optimize Customer Onboarding
Streamlining onboarding as part of the digital transformation journey helps return to growth by building intelligent customer experiences across the customer lifecycle. Lay the ground work for efficient, personalized, and connected retail banking right from the start by establishing a customer profile.
Enable Operational Compliance
Streamline and simplify retail banking compliance processes to better adhere to regulations and reduce exposure to risk.
Elevate Digital Experiences
Meet customers’ rising expectations for digital retail banking experiences by delivering personalized and connected experiences across all channels.
Transform Service Engagements
Deliver more intelligent service by unifying retail bankers, operations staff, and support agents around a single, shared system.
Optimize Customer Onboarding Streamlining onboarding as part of the digital transformation journey helps return to growth by building intelligent customer experiences across the customer lifecycle. Lay the ground work for efficient, personalized, and connected retail banking right from the start by establishing a customer profile.
Optimize onboarding by integrating customer acquisition, discovery, compliance, and renewal to deliver a unified experience to customers and bankers alike. Remove friction from compliance motions and create a solid foundation for review and renewal by establishing a customer profile early on in the process. Enrich the process over time to address inefficiencies.
Products These products can help you deliver intelligent field service.
Solution Architecture Review the Solution Architecture for Retail Banking Customer Onboarding to learn about Salesforce architecture related to this business scenario.
Solutions Choose from Salesforce recommended solutions that you can implement immediately, and put together a roadmap to build out more mature capabilities over time. To help you find solutions that your business is ready for right now, we divided resources into three levels depending on complexity.
Beginning
• Email Studio: Building, Testing, and Sending Email (Accelerator)
• Email Studio: Email Marketing Best Practices (Accelerator)
• Journey Strategy (Accelerator)
• Marketing Cloud: Data and Segmentation Basics (Accelerator)
• Marketing Cloud: Sending SMS Messages= (Accelerator)
• Marketing Cloud: Email Reporting Basics (Accelerator)
• Learn to Work in Financial Services Cloud
• Structure Your Data in Financial Services Cloud
• Financial Services Cloud Basics
• Email Studio: Email Personalization Basics (Accelerator)
• Marketing Cloud: Marketing Cloud Connect Overview (Accelerator)
• Email Studio: Automate Email Segmentation (Accelerator)
• Marketing Cloud: Automate Data Imports (Accelerator)
• Marketing Cloud: Use Marketing Cloud Connect (Accelerator)
• Mortgage Mastery with Financial Services Cloud
• Record Rollups in Financial Services Cloud
• Salesforce CDP Basics
• Open Banking Platform Strategy
For more information, contact your Success Manager or Account Executive.
Business Capabilities For each capability, whether it’s undeveloped or industry-leading, we provide implementation information that you can use to increase your business’ maturity.
Foundational Capabilities to Optimize Customer Onboarding
Drive progress across the retail bank’s business and deliver solutions for all business lines.
Marketing Capabilities to Optimize Customer Onboarding
Create brand and offering awareness for customers, and give the retail bank a rich, in-depth understanding of their customers.
Foundational Capabilities to Optimize Customer Onboarding Drive progress across the retail bank’s business and deliver solutions for all business lines.
CASCADING BUSINESS GOALS Define the vision and strategy for every initiative within the product, and map it to overall corporate business goals.
Capability Maturity
The minimum maturity level represents the most basic viable implementation. Learn More
DescriptionLevelType
Our programs loosely align with business, technology, and operations from a unified perspective, but our strategies aren’t
2 (Emerging)Minimum Maturity Level
defined enough to enforce rigor between systems, people, and processes.
Our evolving framework guides alignment, speed, consistency, and trust for 50% or more of our business goals. We have a strategic initiative to target at least 75% within the next 5 years.
3 (Practicing)Recommended Maturity Level
To increase your business maturity for the capability, implement these recommendations.
1. Define strategies for aligning business, technology, and operations.
2. Ensure that your business and operations teams support the technology delivery model.
3. Coordinate across your teams so that releases meet the most critical business needs.
4. To build trust with customers and stakeholders, plan quality assurance into all phases of each build, test, and release.
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Capability Maturity
1 (Beginning)Minimum Maturity Level
Business solutions are delivered and released in predictable, frequent batches, driving continuous value delivery to the business and our customers.
2 (Emerging)Recommended Maturity Level
1. Put together a multidisciplinary team of stakeholders who are positioned to shift to a model that works well for software and hardware.
2. Set up teams who understand the direct and indirect workflows that enhance the employee and customer experience.
3. To encourage innovation while attracting, renewing, and retaining talent, combine business goals and operations with value realization.
4. Create explicit criteria that a user story must meet before being accepted into the upcoming development cycle.
5. Write complete and comprehensive user stories.
• Provide context to allow prioritization.
• Show relationships between user stories.
6. Maintain a backlog of user stories.
7. To avoid costly back-and-forth discussion or rework, avoid starting work on features that don’t have clearly defined completion criteria.
8. Allow teams to push back on accepting work on ill-defined features.
9. Plan releases and critical groups of functionality.
10. Display the entire solution from end-to-end.
RESEARCH AND DESIGN PRACTICE To inform products, services, marketing, and processes design, set up a group of experts to examine what users want and need.
Capability Maturity
Our practice is inconsistent, but we set up a group of business users to define problems, set a vision, build roadmaps, and implement solid changes.
1 (Minimal)Minimum Maturity Level
We implemented a basic framework to promote human-centered design and keep users’ needs and experiences at the center of all decisions, business processes, and technology delivery.
1. Align people, processes, technology, and data around delivery of thoughtfully designed customer and employee journeys.
2. Have cross-functional teams across design, strategy, and operations collect feedback from customers, employees, partners, communities, and shareholders.
3. Encourage rapid and continuous delivery by establishing lean governance, human-led approaches to change, open lines of communication, and agility to make changes as needed.
4. Create an environment in which business and IT work together in partnership to determine how technology can drive business goals.
5. Encourage conscious efforts to improve communication, collaboration, and cooperation with a common vision for the free flow of information, collaboration tools, and cross-functional teams.
DATA PORTABILITY Provide customers the ability to request or download their customer information in compliance with relevant privacy laws.
Capability Maturity
Customers are able to update communication preferences, download their own data, and request to be removed within a
reasonable time frame. However, these features aren’t available instantaneously or via self-service.
For the most common use cases, self-service capabilities allow customers to port their data with minimal friction.
1. Understand and honor what customers indicate they want done with their data, including the right to be forgotten or downloaded.
2. Focus IT and business partnerships on permitting data portability changes that are compliant with regulations and policies concerning consent and consumer rights.
3. Configure data processes and technology to be adaptable to changes in regulations and to function across geographic areas.
4. To accelerate execution and increase trust, reduce the complexity of the IT footprint. Innovate in the areas of automation, transparency, continuous integration, and continuous value delivery.
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Capability Maturity
Technical best practices are used in some parts of the organization, but they aren’t used universally.
All teams follow best practices, but we only update best practices on an ad hoc basis.
1. Designate an individual to own and maintain standardized definitions across all tools, and identify a source of truth.
2. Enable security and performance monitoring, and ensure that your checks for vulnerabilities include eCDN, WAF, third-party integrations, bot attacks, and throttling.
3. Ensure that development, security, and operations work together as one team.
4. Set up continuous deployment and operations monitoring.
5. Ensure that automation is in place and focused on continuous improvement.
6. Create a process to support short lead time to change, reduced mean recovery times, and frequent deployment.
Success Metrics
• Decrease the percentage of revenue to G&A
• Increase system reliability and resilience
• Increase data accuracy and trust
• Decrease the mean time to recovery
INFORMATION AND DATA ARCHITECTURE Provide structure and artifacts that help facilitate relationships, access, and data and information locations, including backup, availability, and governance.
Capability Maturity
A single course of truth architecture exists, but it isn’t connected to all data centers and back-office teams or workflows.
3 (Practicing)Minimum Maturity Level
Our architecture delivers a scalable and adaptable platform, enabling a single source of truth and an end-to-end customer experience.
5 (Leading)Recommended Maturity Level
1. Create a set of repeatable and transferable practices and lessons learned by the systems of reference, record, and engagement across technology tools.
2. Consider basing best practices on industry-leading practices. Ensure that they’re supported by cross-functional teams committed to their success.
3. Align technology structures with business practices to prevent, detect, and mitigate risks to data, and to improve customer experience, generate customer trust, and break down architectural silos.
Success Metrics
MONITORING Judge system health and diagnose problems by collecting and reviewing data such as metrics, text logging, and structured event logging.
Capability Maturity
We have policies and procedures in place that all teams follow to mitigate compliance risks, but they aren’t used uniformly by each line of business or system.
4 (Optimized)Recommended Maturity Level
1. Define your initiatives with stakeholders, and communicate with them about their business objectives and required compliance risk factors.
2. Ensure that the technology and development processes prioritize flexibility and swift iteration. And make sure that these processes use modular, agile platforms such as minimal custom-code, DevOps/CI/CD practices, citizen developers, and API-first principles.
3. Establish training and regular reviews of policy and procedures to standardize risk mitigation practices across all lines of business.
Success Metrics
• Decrease the lead time to delivery
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COMPLIANCE AND RISK MITIGATION Ensure that solutions meet corporate compliance requirements, and mitigate risk by establishing a set of policies and procedures that all teams understand and follow.
Capability Maturity
We have a basic governance framework in place, but our teams don’t always use it.
We have a continuously evolving governance framework that guides alignment, speed, consistency, and trust.
1. Set up a customer-centric framework for how the organization operates and makes decisions that improve goal alignment, mitigate business risk, and maintain compliance to deliver solutions at speed.
2. Design a flexible path forward to implement a governance framework that includes operating procedures and guardrails that ensure and maintain customer trust.
3. Create a comprehensive guidebook that can help shrink operational silos and improve distribution of responsibilities and scale.
Success Metrics
• Reduce governance, development, duplication, rework, and failure costs
• Reduce operational risk and associated costs
• Increase the product or initiative’s ROI
• Increase speed and percentage attainment of business key performance indicators (KPIs)
Marketing Capabilities to Optimize Customer Onboarding Create brand and offering awareness for customers, and give the retail bank a rich, in-depth understanding of their customers.
PREFERENCE MANAGEMENT Enable customers to convey and manage their communication preferences for content, language, channels, and basic privacy such as opt-outs. Use AI to infer preferences.
Capability Maturity
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Customers are able to select preferences, but they can’t easily update preferences.
Customers are able to select and update communication and privacy preferences easily.
1. Make it easier for customers to state and change their content, language, and channel preferences.
2. Make it clear to customers how to manage basic privacy considerations such as opt-ins.
3. Use AI to infer preferences.
4. Streamline preference management across touchpoints by incorporating preference management into your identity system.
CONSENT MANAGEMENT Honor customer preferences for use of data and data portability. Comply with consent rights policies and regulations.
Capability Maturity
We use a basic approach to consent management where users are notified that they’re automatically agreeing to our preferred
consent settings. It’s difficult for users to override our preferred settings.
Our consent management system requires some development to adapt to new or changing regulations. It uses positively declared,
not automatic, consent. It’s easy for users to see or change consent settings.
Best Practices
1. Allow customers to easily and flexibly manage right-to-be-forgotten tasks.
2. Ensure that customer data policies are compliant with current regulations and can be easily adapted to changes in regulations or by geographic area. Policies include:
• Ensure that data processes port customers’ data to other systems as much as possible.
• Minimize degradation of the value of and ability to use customer data in other systems.
• Allow customers to easily and flexibly manage their opt-in or opt-out status.
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Capability Maturity
We have a basic governance framework in place, but our teams don’t always use the approach across teams.
We use a policy-focused governance framework to drive efficiency. Deliverables are inconsistent but match our compliance needs across the organization.
1. To ensure quality, availability, and compliance, strengthen data governance. Support testing, marketing measurement, and sentiment analysis by implementing a single view of the customer. Give business users access to data and insights so they can base decisions on facts. Make decisions using customer-centric key performance indicators, such as customer satisfaction, net promoter score, and customer lifetime value.
2. Grant all internal stakeholders insight into product usage and performance. Provide customer stakeholders with proactive insights.
3. We have a comprehensive, policy-oriented governance framework that ensures on-time delivery of business capabilities at the metadata level and APIs across all systems and processes.
4. To capture all business process and data flows, connect corporate, market, and business teams' data with back-office infrastructure and call centers.
5. Create an omni-channel journey for segments, contact groups, values, and region with product strategy and mix.
6. IT and business operate and are funded as one team focused on customer success. Technology is viewed as a force-multiplier.
7. Our organization always organizes teams around desired outcomes, not functional roles or silos in systems.
8. We follow a documented process to gather, interpret, and share all insights and product- and service-related data.
Success Metrics
• Increase the average lifetime value per customer
• Reduce the unsubscribe rate, as measured by percentage
• Reduce the average cost per campaign
• Reduce the customer attrition rate
Enable Operational Compliance Streamline and simplify retail banking compliance processes to better adhere to regulations and reduce exposure to risk.
The banking industry faces unrelenting pressure to adhere to regulations. Managing adherences and accountability in this constantly changing landscape traditionally requires dozens of systems, processes, and manual workarounds.
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Products These products can help you streamline and simplify the compliance process.
Solution Architecture Review the Solution Architecture for Retail Banking Operational Compliance to learn about Salesforce architecture related to this business scenario.
Beginning
• Develop a Virtual Strategy for Your Business
• Google Analytics 360 Integration for Marketing Cloud
Intermediate
• Learn Privacy and Data Protection Law
• Protect Your Salesforce Data
• Enhance Service Cloud with Lightning Knowledge
• Administer Marketing Cloud
• Knowledge-Centered Service with Service Cloud
• Deliver IT Success with MuleSoft Catalyst
• MuleSoft Catalyst Playbooks
• Salesforce Blockchain Basics
• Guide to Financial Services Cloud
• File Redacting Search Files and Mask Sensitive Data (AppExchange App)
• Data Mask Credit Card Masking and Credit Card Detection for Salesforce (AppExchange App)
• nCico is the Worldwide Leader in Cloud Banking (AppExchange App)
• Unlock Core Baking Systems and Digitize Customer Experiences
Foundational Capabilities to Enable Operational Compliance
Increase maturity and drive progress across the business by implementing automation and tooling, data portability, monitoring, security architecture, and more.
Marketing Capabilities to Enable Operational Compliance
Create brand and offering awareness for customers, give the retail bank a rich, in-depth understanding of their customers, and provide customers with personalized guidance.
Foundational Capabilities to Enable Operational Compliance Increase maturity and drive progress across the business by implementing automation and tooling, data portability, monitoring, security architecture, and more.
AUTOMATION AND TOOLING A standard set of software tools that enhance and optimize the delivery of software and reduce toil for product teams.
Capability Maturity
systems for sales and marketing. We incorporate most of our change management, data flow app, and execution processes. We automate application capabilities, tools, methodologies, and coaching.
Development, security, and operations are on the same team. We continuously deploy and monitor operations. We automate and focus on continuous improvement.
1. Empower applications and systems to deliver business solutions. Release in predictable, frequent batches. Drive continuous value delivery to the business and customers.
2. Empower business to build and deploy timely, compliant applications on secured and robust platforms. Allow technology to move at the speed of business.
3. Create cross-functional, durable teams that make decisions quickly. Include the associated skills, roles, and responsibilities to support the product.
4. Enhance the customer experience by enabling business to support and administer systems.
DATA PORTABILITY Provide customers the ability to request or download their customer information in compliance with relevant privacy laws.
Capability Maturity
Customers are able to update communication preferences, download their own data, and request to be removed within a
reasonable time frame. However, these features aren’t available instantaneously or via self-service.
For the most common use cases, self-service capabilities allow customers to port their data with minimal friction.
1. Understand and honor what customers indicate they want done with their data, including the right to be forgotten or downloaded.
2. Focus IT and business partnerships on permitting data portability changes that are compliant with regulations and policies concerning consent and consumer rights.
3. Configure data processes and technology to be adaptable to changes in regulations and to function across geographic areas.
4. To accelerate execution and increase trust, reduce the complexity of the IT footprint. Innovate in the areas of automation, transparency, continuous integration, and continuous value delivery.
SECURELY MANAGE THIRD-PARTY INTEGRATIONS Manage performance, ROI, best practices, and process improvements.
Capability Maturity
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A multidisciplinary team releases and installs apps maintained by separate business lines. Stakeholders meet infrequently.
1 (Beginning)Minimum Maturity Level
One team handles apps, security, and operations. We monitor business with continuous governance. We use ad hoc ingestion
Best Practices
1. Monitor, add, edit, and track the ingestion flow from iOt Applications data flows like systems of record, reference, and engagement.
2. Align high-level stakeholders from business, operations, and IT. Be aware of app-centric solution reference architecture. Combine the architecture with a governance and planning process for enterprise architecture-mapping diagrams.
3. Align and share solution patterns, data flows, and governance model playbooks from the same data set. Include engagement and activity updates for program management.
4. Encourage the use of periodic refreshes at least one time per quarter to ensure alignment with operations and business lines.
5. Enable individuals outside of sales to communicate changes in design patterns and data accuracy for distributed leadership. Own each line of business and operational systems of reference, engagement, and record.
6. Use relationship management to reflect key individual dynamics within the distributed application data flows for ingestion.
SECURITY ARCHITECTURE Structure technology to prevent, detect, and mitigate risks to data and customer trust.
Capability Maturity
Technical best practices are used in some parts or the organization, but aren’t used universally.
All teams follow best practices, but we only update best practices on an ad hoc basis.
1. Designate an individual to own and maintain standardized definitions across all tools, and identify a source of truth.
2. Enable security and performance monitoring, and ensure that your checks for vulnerabilities include eCDN, WAF, third-party integrations, bot attacks, and throttling.
3. Ensure that development, security, and operations work together as one team.
4. Set up continuous deployment and operations monitoring.
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5. Ensure that automation is in place and focused on continuous improvement.
6. Create a process that supports short lead time to change, reduced mean recovery times, and frequent deployment.
Success Metrics
INFORMATION AND DATA ARCHITECTURE Provide structure and artifacts that help facilitate relationships, access, and data and information locations, including backup, availability, and governance.
Capability Maturity
A single course of truth architecture exists, but it isn’t connected to all data centers and back-office teams or workflows.
Our architecture delivers a scalable and adaptable platform, enabling a single source of truth and an end-to-end customer experience.
1. Create a set of repeatable and transferable practices and lessons learned by the systems of reference, record, and engagement across technology tools.
2. Consider basing best practices on industry-leading practices. Ensure that cross-functional teams support these practices and commit to their success.
3. Align technology structures with business practices to prevent, detect, and mitigate risks to data, and to improve the customer experience, generate customer trust, and break down architectural silos.
Success Metrics
MONITORING Judge system health and diagnose problems by collecting and reviewing data such as metrics, text logging, and structured event logging.
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We have policies and procedures in place that all teams follow to mitigate compliance risks, but they aren’t used uniformly by each line of business or system.
1. Define your initiatives with stakeholders, and communicate with them about their business objectives and required compliance risk factors.
2. Ensure that the technology and development processes prioritize flexibility and swift iteration, and that they use modular, agile platforms such as minimal custom-code, DevOps/CI/CD practices, citizen developers, and API-first principles.
3. Establish training and regular reviews of policy and procedures to standardize risk mitigation practices across all lines of business.
Success Metrics
• Decrease the lead time to delivery
COMPLIANCE AND RISK MITIGATION Ensure that solutions meet corporate compliance requirements, and mitigate risk by establishing a set of policies and procedures that all teams understand and follow.
Capability Maturity
We have a basic governance framework in place, but our teams don’t always use it.
We have a continuously evolving governance framework that guides alignment, speed, consistency, and trust.
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Success Metrics
• Reduce governance, development, duplication, rework, and failure costs
• Reduce operational risk and associated costs
• Increase product or initiative ROI
• Increase speed and percentage attainment of business key performance indicators
Marketing Capabilities to Enable Operational Compliance Create brand and offering awareness for customers, give the retail bank a rich, in-depth understanding of their customers, and provide customers with personalized guidance.
SINGLE VIEW OF THE CUSTOMER Align relevant data sources at the individual customer level to support customer-centric marketing efforts.
Capability Maturity
We lack a robust identity solution. Less than 25% of high priority data sources align.
We have a solid identity resolution, but it could be improved. About 75% of high-priority data sources align.
1. Identify the most critical data sources based on customer lifecycle stages and moments that matter, prioritizing the top 3–5 customer journeys. Use the top journeys to inform business requirements for data alignment or integration work.
2. Create a data model with primary and secondary customer ID fields and keys.
3. Use an identity solution to connect users across devices using deterministic and probabilistic approaches.
4. Add secondary priority data sources.
CUSTOMER-CENTRIC PORTFOLIO PLANNING Use a customer-centric and iterative process that focuses on defining a vision, strategy, and roadmap for products and services.
Capability Maturity
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Each line of business has a team that regularly documents and updates clear business objectives and plans as strategies change.
Development, security, and operations are on one team. We continuously deploy and monitor operations. We automate and focus on continuous improvement.
1. Start with a clear vision and strategy. Create business objectives, ways to achieve them, and metrics to measure progress.
2. Define stakeholders to help understand vision and strategy from customer and employee perspectives of the journey.
3. Document obstacles for each of your objectives, and create action plans for each one. Include technology and strategy adoption.
4. Define a formal strategy to communicate objectives, metrics, and obstacles. Ensure alignment among all stakeholders.
DATA GOVERNANCE Deliver positive customer experiences by managing data assets and usage in accordance with organizational policy and relevant regulations, including data stewardship, quality, integrity, privacy, and security.
Capability Maturity
We have a basic governance framework in place, but our teams don’t always use the approach across teams.
We use a policy-focused governance framework to drive efficiency. Deliverables are inconsistent but match our compliance needs across the organization.
1. To ensure quality, availability, and compliance, strengthen data governance. Support testing, marketing measurement, and sentiment analysis by implementing a single view of the customer. Give business users access to data and insights so they can base decisions on facts. Make decisions using customer-centric key performance indicators, such as customer satisfaction, net promoter score, and customer lifetime value.
2. Grant all internal stakeholders insight into product usage and performance. Provide customer stakeholders with proactive insights.
3. We have a comprehensive, policy-oriented governance framework that ensures on-time delivery of business capabilities at the metadata level and APIs across all systems and processes.
4. To capture all business process and data flows, connect corporate, market, and business teams' data with back-office infrastructure and call centers.
5. Create an omni-channel journey for segments, contact groups, values, and region with product strategy and mix.
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7. Our organization always organizes teams around desired outcomes, not functional roles or silos in systems.
8. We follow a documented process to gather, interpret, and share all insights and product- and service-related data.
Success Metrics
• Increase the average lifetime value per customer
• Reduce the unsubscribe rate, as measured by percentage
• Reduce the average cost per campaign
• Reduce the customer attrition rate
Elevate Digital Experiences Meet customers’ rising expectations for digital retail banking experiences by delivering personalized and connected experiences across all channels.
Move beyond the traditional branch, phone, and email service channels to connect customer self-service, high-touch channels, data, and bankers in seamless and relevant ways. Let customers engage using their preferred channel, and provide bankers more time to focus on complex requests by expanding the use of digital channels across the entire customer journey.
Products These products can help you streamline and simplify the compliance process.
• Financial Service Cloud
Solution Architecture Review the Solution Architecture for Retail Banking Digital Experiences to learn about Salesforce architecture related to this business scenario.
Beginning
• Reaching the Summit of Success
• Customer Loyalty in Retail Banking
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• Journey Builder: Journey Strategy (Accelerator)
• Email Studio: Admin and Deliverability (Accelerator)
• Marketing Cloud: Content Builder (Accelerator)
• Marketing Cloud: Data and Segmentation Basics (Accelerator)
• IMarketing Cloud: Email Reporting and Tracking (Accelerator)
• Service Cloud: Agent Productivity Features (Accelerator)
• Service Cloud: Chat for Lightning (Accelerator)
• Service Cloud: Lightning (Accelerator)
• Service Cloud: Dashboard Design (Accelerator)
• Service Cloud: Digital Engagement (Accelerator)
• Service Cloud: Deploy Chat (Accelerator)
• Service Cloud: Set Up Embedded Chat (Accelerator)
• Building a digital banking platform with APIs (Webinar)
• Legacy modernization: Maximize legacy investments
• Make Service Cloud Smarter with Einstein Bots and other AI features.
• Einstein Bots for Financial Services Cloud (AppExchange)
• Deloitte Digital Bank powered by Salesforce
• How Truist Uses Automation to Provide a Seamless Customer Experience
• Measure, monitor and grow with Self-Service Experience Best Practices
• Understanding Community Member Experience to Accelerate Adoption and Engagement in Digital Experience (Video, 19 minutes)
• Use AppExchange to Extend Digital 360 Solutions with Pre-built Solutions
• Marketing Cloud: Marketing Cloud Connect Overview (Accelerator)
• Email Studio: Automate Email Segmentation (Accelerator)
• Marketing Cloud: Automate Data Imports (Accelerator)
• Marketing Cloud: Use Marketing Cloud Connect (Accelerator)
• Einstein Case Classification and Next Best Actions (Accelerator)
• Service Cloud: Einstein Bots (Accelerator)
Advanced
• Marketing Cloud: Use Einstein Engagement Scoring (Accelerator)
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Marketing Capabilities to Elevate Digital Experiences
Create brand and offering awareness for customers, and give the retail bank a rich, in-depth understanding of their customers, and provide customers with personalized guidance.
Service Capabilities to Elevate Digital Experiences
Adopt a customer-centric approach based on a complete view of retail banking customer interaction, and break down silos between business lines.
Marketing Capabilities to Elevate Digital Experiences Create brand and offering awareness for customers, and give the retail bank a rich, in-depth understanding of their customers, and provide customers with personalized guidance.
CHANNEL STRATEGY AND MIX Target customers with products, services, marketing, and channels, usually including direct sales, B2B commerce, and partner relationship management.
Capability Maturity
Our channel management process follows an established cadence and incorporates change management, enablement, and execution.
4 (Optimized)Minimum Maturity Level
Our process ensures that sellers have the right incentives, tools, methodologies, and coaching to perform.
We use cross-channel data to consistently improve customer experience and drive business decisions, including use of AI and
marketing automation journeys. We tailor channels to the nuances for each type of sale.
Best Practices
1. Align the channel strategy with the organization’s wider go-to-market strategy.
2. Collaborate with sales, marketing, business units, and other key leaders to define a clear channel strategy. Align with the overall go-to-market strategy.
3. Establish the role, objectives, and targets of each channel.
4. Establish a framework for deciding the optimal customer, product, and channel combinations for serving customers.
5. Design for the downstream effects of the channel strategy on your sales capability and the wider business.
6. Create a consistent customer-centric experience across channels.
7. Create a uniform buying experience within and across channels.
8. Use design thinking and customer-centric processes to build experiences that align with how customers behave. Align with their preferred way of being served wherever possible.
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CASE MANAGEMENT APPROACH Manage a service request through to resolution. Include the routing, assignment, ownership, tracing, and related interactions.
Capability Maturity
Cases are worked primarily through one system and on-screen UI. Extra systems and swivel-chairing still exist as needed.
Cases are worked through one cohesive system that intakes cases, sorts and routes them into queues, and enables full case lifecycle tracking and assistance.
1. Create and define queue priority, and align business and IT to the case routing process.
2. Define case record types and support processes.
3. Set up Email-to-Case and Web-to-Case.
4. Add an actions and recommendations Lightning component to the Lightning Service Console or other case record page layouts.
5. Set up a dashboard that surfaces a team’s cases by status for a manager.
6. Set the organization that’s aligned to actions associated with lifecycle stages.
7. Create escalation rule criteria, and sort rules from most complex to least complex.
8. Define business hours.
9. Define escalation actions. When a case escalates, you can send it to a different queue or user and send an email that notifies the case owner or others.
10. Create email templates that notify users when a case escalates, and include quick actions.
11. Set up macros to let service agents quickly respond to customers in a structured way.
12. Create email templates for case open, case close, and a case that escalates. Communication is key to ensuring a better customer satisfaction (CSAT) score.
13. Understand, track, and resolve customer service needs and questions that align with priorities and affect strategic business value.
CASE ROUTING AND ASSIGNMENT Assign ownership of service requests based on type of request, relevant agent skills, availability, and equitable distribution based on agent performance goals.
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Requests are routed to agents or queues based on interactive voice response selection.
Requests are routed to agents based on their relevant skills. The routing system accounts for agent availability and current workload.
Best Practices
To increase your business maturity for the capability, implement the recommended best practices.
• Align business and IT to the case routing process.
• Define case record types.
• Categorize and triage service requests early for accurate handling.
• Escalate request resolution based on priority and service level agreement (SLA) expectations.
• Automatically relate multi-channel correspondence and resolution notes to the case lifecycle providing productivity gains.
• Use assignment rules to automate service request assignment.
• Use omni-channel routing to automatically match cases to the agent with the best skill set to solve them.
• Allow higher maturity customers to route service requests directly to agents based on relevant expertise and availability.
CASE LIFECYCLE Define milestones within the lifecycle of cases, and align the service organization around them.
Capability Maturity
A process exists to escalate request resolution based on priority and SLA expectations. Agent queues and skills are maintained yearly and measured with CSAT scores.
Agents are able to quickly understand, track, and resolve customer needs. Issues are handled by the appropriate agent, who has access
to interaction and lifecycle history. Agents have access to the 360-degree view of the customer.
Best Practices
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1. Assign service agents to cases according to criteria like geographical region, language, and skill set required for successful resolution.
2. Train agents for new skills and as new products and services are introduced.
3. Ensure that all items in the backlog are prioritized. To enable regular, high-quality releases, follow a standard development approach using a common set of tools.
Success Metrics
• Decrease the number of open cases
CASE COLLABORATION Allow service agents to work cross-functionally and communicate in real time to address customer needs and resolve service requests.
Capability Maturity
Multiple stakeholders can collaborate on the same service request. Agents are trained to @mention relevant personnel to assist on service requests.
We use feedback to enhance knowledge management. We implemented cross-service sharing and collaboration.
1. Create public chatter groups for each entitlement level that allows reps to ask their colleagues questions.
2. Create chatter groups for each service team.
3. Create reports and dashboards for service leadership to monitor chatter adoption.
4. Encourage service leadership to use chatter.
5. Use Quip for service, and connect Quip to Salesforce. Add Quip as a tab on the case record so agents can collaborate in real time on documents.
CASE NOTIFICATIONS Notify customers of key milestones as their service request progresses.
Capability Maturity
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Agents manage inbound and outbound omni-channel requests in a console, and they have in-console access to respond to follow-up requests via phone, chat, email, or on the case.
All of our agents have access to a 360-degree view of the customer, so every agent can quickly understand, track, and resolve needs.
Cases are routed to the appropriate agent, with interaction and lifecycle history.
Best Practices
1. Implement a system that allows for building, testing, and releasing valuable system features with greater speed and frequency while maintaining quality.
2. Provide agents with a single source of truth for all case and case collaboration data.
3. Employ system administrations at scale, using employees’ or customers’ preferred channels.
Success Metrics
• Increase the case resolution rate
• Reduce the number of open cases
UNIFIED AGENT EXPERIENCE APPROACH Improve customer satisfaction by smoothing agent-customer interactions, even when customers move from one agent to another. Deliver proactive, contextual information in a unified way that empowers agents and reduces effort.
Capability Maturity
We collect end user feedback. We have a strategy for creating a unified, intuitive experience for service agents.
Our service agents work cases through one connected process and use other systems only when necessary.
Best Practices
• Integrate all support channels. Provide access using an integrated interface that keeps information on context, smooths interactions, and reduces repetition.
• Provide agents with relevant customer context so they can provide the best service. Equip agents with tools for effective collaboration with other teams, such as case swarming ability.
• Empower agents to gather and build on collective knowledge to improve the knowledge base and self-service outcomes.
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• Measure and improve the entire customer experience using support data and customer analytics.
SELF SERVICE REQUEST TYPES Allow customers to circumvent agent interaction by providing a direct, contextual channel. Offer issue resolution, profile management, learning, buying, service, and community questions and answers.
Capability Maturity
Customers work more complex service requests through the self-service channel. We surface recommended Knowledge articles based on key service request characteristics.
4 (Optimized)Minimum Maturity Level
more use cases for self-service to reduce volume on other channels. Most requests are deflected with the use of AI and chatbots.
Best Practices
1. To create efficient and effective connected experiences, consider customer expectations with sales, service, and commerce.
2. Be aware of partner relationship management (PRM) strategies in a blended channel approach. Don’t cause clashing or competing behaviors.
3. Create a dedicated ecommerce B2B manager role that manages the company’s B2B commerce portal. Implement a digital team strategy, appoint ownership to an existing sales or service role, and identify process optimizations for service, sales, and PRM.
4. To ensure that sales and marketing leaders design in a customer-centric way, engage design thinking concepts.
5. Suggested solutions from self-service, such as Knowledge articles, help users solve cases quickly without interaction from agents.
6. Enable suggested articles when a partner, employee, or customer enters a new case. Configure the search engine to automatically look for articles that have keywords in common with the admin-selected case fields.
7. To create optimizations in service for agents and channels, enable AI for machine learning.
8. Manage variations in relationships across the channel mix by creating a support steering committee that aligns with the go-to-market strategy. Consider these angles for all variations.
• What teams are in place to support across programs?
• Are there enough resources to support?
• What is the plan to address resource scarcity?
• How are resources shared among the teams?
9. Ensure that actions reflect the desired customer perception of your company values by selecting and enabling customers with the right capabilities.
10. Consider policies in areas such as customer claims management and return material authorizations (RMAs), channel partner claims management, corrective action and preventive action (CAPA) root cause analysis, and supplier recovery.
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• Increase customer satisfaction ratings
• Increase customer retention rates
MESSAGING CHANNEL Connect with your customers via messaging platforms such as SMS, Facebook Message, or WhatsApp.
Capability Maturity
We support just one messaging platform.1 (Minimal)Minimum Maturity Level
Our agents are trained to support multiple messaging channels. We have defined key performance indicators for every chat channel we support.
Best Practices
1. Identify priority chat channels, and locations and products to deploy messaging.
2. Organize your content to align to the right channels.
3. Establish operations and strategic key performance indicators.
4. Create and assign messaging permission sets.
5. Set up messaging channels.
6. Set up channels and routing.
7. Create auto-response messages and quick texts.
8. Test and deploy.
• Increase service and support sales amounts
• Reduce the number of agents needed per customer
CHATBOTS Enable chatbots to deflect the most frequent support requests and improve agent workload.
Capability Maturity
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Chat is enabled. Basic conversation is available to customers for specific products or services.
1 (Minimal)Minimum Maturity Level
Chatbots are enabled across most services and used to answer routine questions.
Best Practices
1. Identify the most frequent support requests.
2. Create chat and chatbot use cases.
3. Define routing requirements.
4. Establish clear success measures, for example, bot escalation rates.
5. Identify key stakeholders within service and marketing for testing and design.
6. Configure and deploy.
7. Script chatbot dialogues and assign chatbots to the designated channel.
Success Metrics
• Increase the first contact resolution rate
• Increase service and support sales amount
• Reduce the number of agents needed per customer
Transform Service Engagements Deliver more intelligent service by unifying retail bankers, operations staff, and support agents around a single, shared system.
Customers don’t want to repeat their story every time they interact with the bank. Repetition becomes frustrating, especially when the customer has a complex service request that requires multiple touches and extended time to resolve.
Remove barriers by creating a connected, personalized experience across channels and locations. Connect AI to offload standard service requests, speeding case resolution and giving bankers and agents more time to focus on complex requests. When engagements are built around the customer journey, every channel and employee work from the same single source of truth in resolving requests.
Products These products can help you create customer profiles.
• Financial Service Cloud
Solution Architecture Review the Banking Solution Architecture for Service Engagements Scenario on page 12 to learn about Salesforce architecture related to this business scenario.
Beginning
• Service Cloud: Lightning (Accelerator)
• Service Cloud : Dashboards Fast Start (Accelerator)
• Service Cloud: Dashboard Design (Accelerator)
• Financial Services Cloud Basics
• How To: Service Cloud: Plan your CTI Implementation
Intermediate
• Service Cloud: Automate Work Distribution With Omni-Channel (Accelerator)
• Service Cloud: Automate Your Case Management (Accelerator)
• Service Cloud: Deploy Messaging (Accelerator)
• Structure Your Data in Financial Services Cloud
• Connect with Customers Using Financial Services Cloud
• Financial Services Cloud Specialist
• Service Cloud: Automate Your Case Management (Accelerator)
• Service Cloud: Deploy Messaging (Accelerator)
Advanced
• Build Great APIs and Integrations with MuleSoft
• API Lifecycle Management with Anypoint Platform
• Go Digital Fast with the Salesforce Customer 360
• The Easiest Path from Salesforce Lead to Loan in Blend (AppExchange App)
• Streamline Account Opening with Onfido (AppExchange App)
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• Q2 Lending - Powerful Digital Lending and Leasing Solutions (AppExchange App)
• Financial Services Cloud Administrator Guide
• Financial Services Cloud Developer Guide
• Financial Service Firms Find Value in APIs
Foundational Capabilities to Transform Service Engagements
Increase maturity and drive progress across the business by implementing customer-centric performance planning and a business value model.
Marketing Capabilities to Transform Service Engagements
Create brand and offering awareness for customers, give the retail bank a rich, in-depth understanding of their customers, and provide customers with personalized guidance.
Foundational Capabilities to Transform Service Engagements Increase maturity and drive progress across the business by implementing customer-centric performance planning and a business value model.
CUSTOMER-CENTRIC PORTFOLIO PLANNING Use a customer-centric and iterative process that focuses on defining a vision, strategy, and roadmap for products and services.
Capability Maturity
Each line of business has a team that regularly documents and updates clear business objectives and plans as strategies change.
Development, security, and operations are on the same team. We continuously deploy and monitor operations. We automate and focus on continuous improvement.
To increase your business maturi

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Customer 360 Guide for Retail Banking

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